Cutting the Fruit
I'm slowly re-emerging into work-mode after a glorious week spent at the beach, or as we call it in Jersey, "Down the shore."
It was a wholesome time spent with family that included the great things about being on vacation—slow mornings of conversations around coffee, days spent at the beach, boardwalk, arcades, and rides—playing games, cards, and watching late-night movies.
I return, skin burnt and heart filled. It was a needed break before a busy July.
However, with what I do, I'm never not working. As a creator, All of life's happenings can spark ideas.
It's often when we relax, like while on vacation, that the mind makes novel connections.
Which brings me to why I'm writing to you about fruit.
Sprinkled on tables and refrigerators in the shore house were sorted bunches of fruits: peaches, blueberries, oranges, bananas, and even a few kiwis.
They stayed in their place, most kids (and adults) preferring to snack on the assortment of chips, cereal, or other less-than-nutritious calories.
If the fruit were kept on the tables as they were, they may still be rotting there.
Yet a couple of smart moms knew the magic hack—a simple yet profound action that would turn a Twinkie-eating teenager into a fruitarian.
What could make a 13-year-old interested in something good for them?
What was this magical X-factor?
They cut the fruit.
They made it bite-sized, put it on the table, and wah-lah, those juicy delectables were gone in no time.
I was amazed at how this simple act completely changed how people engaged with the fruit. From something NO ONE touched to what everyone was now eating.
How could this be?
What these moms knew intuitively is what good marketers understand—Make your products presentable, accessible and make it easy for them to say yes.
By cutting the fruit, they removed the friction. After they've tried your product, they'll want more. Once I tasted a peach, I kept piling on slice after slice.
If you have an offer you're selling, especially if it's a commitment, it may be too much for someone to say yes. Your people may not even realize they want what you have.
I didn't go downstairs thinking I wanted a peach, yet once it was in front of me, in a way I could access, and I saw others eating it, I wanted it.
If you're struggling to sell a whole peach, ask how you can let people have a taste instead.
That means instead of trying to get people into working 1-1 with you, you start with something free.
You need ways people can connect and build trust. This can be on social media, but I'd encourage you to think outside the box.
The elements of the fruit and potentially your business success boils down to:
Accessible
Location
Value
Social Proof
We already discussed how they made the fruit accessible by cutting it.
Now let's move into:
Location
It would have done no good if they cut the fruit and put it in the bathroom. The same plate of fruit may scheve people out if they see it on the counter above the toilet paper.
Instead, they placed the fruit where people gather, often hungry, at the kitchen table.
I once tried selling my book at a Christmas Expo. People came there to buy cheap knick-nacks, gifts, and ornaments. They weren't thinking about figuring out a way to find their truth. The result? I sat there for six hours and sold one book.
On the contrary, I once promoted my book at a Mind-Body-Spirit expo, where people came for spiritual knowledge and nourishment. My book sold much better.
You have to put yourself or your products around people who want what you have. This seems obvious, but it is often the killer of a new business.
Early in their creative journey, many get discouraged because they are trying to sell to family and friends. Your family and friends are not your ideal audience!
There are BILLIONS of people in the world. Trust me, there are people out there that want what you have. If you're not finding them, it's likely not because your product or service is inferior. You just haven't gotten in front of the right people.
This is the beauty of Insight Timer and why I and so many like me have been able to find their people. People on the app are hungry for guided meditations. By providing meditations, I'm simply bringing food to the kitchen.
Where are people already looking for what you have?
Remember getting in front of them isn't all there is. The fruit was all around us at the shore. You have to position yourself and make it accessible for people to try and taste what you have.
You have to meet people where they are at. That might mean that in addition to a 90-minute podcast, you offer a 10-minute talk.
How can you give away something that gives people a taste of your work?
This brings us to value.
Your bite-size offer actually has to taste good!
You have to deliver value. If the peach were spoiled, I wouldn't have wanted more.
Don't be afraid to give away your best stuff.
Like the peach, if it tastes good, people want more of the same.
Believe in the adage, "There's more where that came from."
Creative inspiration never runs dry. New ideas and insights abound.
Social Proof
Someone has to go first. When one person saw someone reach for a piece of fruit, suddenly, everyone wanted a piece. It reminds me of this video of leadership lessons from a dancing guy.
Once someone goes first, others feel safer trying. The more people try it and say it's good, the more we want to get a taste. We don't want to be left out!
In his book This Is Marketing, Seth Godin talks about the principle of finding your people as: "People like us do things like this."
We value social proof. If two youtube videos have the same title, we are more prone to watch the one with more views. A way to bake this into your offer is to tell people how many have tried what you have.
For my newsletter, I encourage people to join 1,100 other readers. It signals that they are not alone in joining. It's vulnerable to be alone, but there is a sense of safety if they know others are also getting this madness sent to their inbox.
"But what if I don't have anyone else that's joined?"
Yes, someone has to go first, but that's ok. Some people LOVE going first. Someone bought the first car, iPhone, etc. They are called early adopters. They lead the trend for the rest to follow.
Your early adopters are out there. You just have to find them.
To recap our fruit analogy for business success:
-Make a taste of your offering that is easily accessible to others. This could be a free or low-cost product.
-Position your offer in a place where people are hungry for what you have. What is your version of "Bringing food to the kitchen?"
-Your bite-size still has to bring value. Don't be afraid of giving away your best stuff.
-Find your early adopters and then let people know others are getting value from what you have. This might be where you get testimonials or share people's reviews.
These lessons can apply to any field you are looking to find creative success.
I wish you lots of support as you get out there, cut your fruit and share your gifts with the world. :)
Feel free to shoot me an email and let me know how this landed.
I'm rooting for you!